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Ep.12 Mastering Inclusive Hospitality with Tracey Northcott

Short Summary

Join us in welcoming Tracey Northcott as she shares her philosophy of hospitality, from defining her ideal guest avatar to creating a converting short-term rental listing. It's time to step up your game and learn how to speak directly to your target audience!

In this episode, you will be able to:

  • Design the perfect guest archetypes to optimize and enrich their experiences. Integrate inclusivity for an enduring and profitable business ecosystem.

  • Engage your audience through authentic and powerful copy that resonates.

  • Curate a value-centric circle of staff and guests that fosters collaboration and growth.

  • Leverage AI-assisted prompts for creative insights that jumpstart your listing endeavors.

Tracey Northcott, a seasoned short-term rental property manager based in Tokyo, knows the value of understanding and catering to her ideal guest avatar. With over a decade of experience in the industry, she has built a sustainable business that supports her family and has allowed them to achieve financial freedom. Tracey is passionate about hospitality and has honed her skills in identifying the specific needs of her guests. By focusing on extended families and offering inclusive, diverse services, she has created a loyal customer base that keeps coming back for more.

Action steps mentioned in this episode are:

  • Define your ideal guest avatar and create a guest journey based on their needs. Mirror back messaging from guests to show inclusivity and acceptance.

  • Write out your company mission and vision to stay on track with your values.

  • Use pre-approved nouns, verbs, and adjectives to sprinkle throughout your copywriting and social media.

  • Self-select guests by being specific with your listing's amenities and values. Educate your staff on your values, including LGBTQ inclusivity.

  • Use tools like dynamic pricing and AI to optimize and streamline your daily processes as a host.

  • Consider hiring a property manager or consultant to help grow your business. Join The STR Insiders Podcast community for tips, stories, and gossip on the STR life.

The Value of Failing Forward

Navigating obstacles and learning from mistakes are essential aspects of growth and improvement in the short-term rental industry. Embracing failure and adapting to challenges propels a short-term rental business toward success and increased profitability. Tracey Northcott shares her empathetic approach to short-term rental audits and how it contributes to meaningful growth in her business.


Aligning business values and missions with the concept of inclusivity fosters spaces where guests are valued and feel welcome, leading to higher chances of return visits and positive referrals. In the podcast, Tracey Northcott shares her insights on the importance of inclusivity and how it has directly impacted her business. Channeling her efforts as an ally for underrepresented groups like LGBTQ+ individuals, she communicates in a non-assuming, inclusive manner. Northcott's business approach addressed the specific needs of these communities while creating a comfortable and accommodating atmosphere, positively affecting her property's profitability and reputation.

Link and Resources

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